2005-2008

Brand & Product Marketing

Global Brand Marketing
2005-2008

Developed brand strategies and executed international launches

  • Developed international brand & product launch strategy
  • Close collaboration with Mr. Boris Becker
  • Instructed global implementation of marketing activities with global distributors
  • Conceptual lead on Product Management: Apparel & Racquets
  • Concept of the new Boris Becker Tennis symbol: The Serveman logo
  • Copy-writting for website, newsletters, catalogues, etc.
  • Organized Photo-shoots for new apparel and racquet collection
  • Set-up Press Conferences globally to launch new Boris Becker Tennis brand to international press
  • POS displays for better in-store product presentation and trade commitment
  • Launch of new Boris Becker Tennis web-page: www.borisbecker.com

Photoshootings for the apparel & racquet collections

The “SIGNATURE LINE” apparel collection was a big hit when we launched it together with Benjamin Becker (ATP 35). The play with names drew a lot of attention to further push retail sales and increased awareness. But then again, if Boris Becker is the face of your brand, then you will never be short of attention.

The introduction of the new SIGNATURE LINE apparel collection and the TEAM WEAR was a global success.

Relaunch of new brand website www.borisbecker.com

The new Boris Becker Tennis can of balls.

Led introduction strategy for the new Boris Becker Tennis brand. That included directing a design team in the creation of the new Serveman Logo, replicating his iconic service motion from 1989. 

Creation of on- and off-line communication matrials, copy writing for brochures, catalogues, newsletters, etc.

Racquets: Designing a new racquet to Boris Becker’s standards was not an easy task. Together with the renown German Fraunhofer Institute we incorporated new materials into tennis racquets for the first time. We were the first to enhance racquets with Carbon Nanotubes, which quickly became an industry standard. Dozens of prototypes and design samples later, we created the new BECKER 11 SPECIAL EDITION. From a Pro for the Pros.

Developed brand strategies and executed international launches

Developed international brand & product launch strategy in close collaboration with Mr. Boris Becker

Instructed global implementation of marketing activities with global distributors

Conceptual lead on Product Management: Apparel & Racquets

Concept of the new Boris Becker Tennis symbol: The Serveman logo

Copy-writting for website, newsletters, catalogues, etc.

Organized Photo-shoots for new apparel and racquet collection

Set-up Press Conferences globally to launch new Boris Becker Tennis brand to international press

POS displays for better in-store product presentation and trade commitment

The “Serveman” is born

Led introduction strategy for the new Boris Becker Tennis brand. That included directing a design team in the creation of the new Serveman Logo, replicating his iconic service motion from 1989 to 2007.

Launch of new Boris Becker Tennis web-page: www.borisbecker.com

The “SIGNATURE LINE” apparel collection was a big hit when we launched it together with Benjamin Becker (ATP 35). The play with names drew a lot of attention to further push retail sales and increased awareness. But then again, if Boris Becker is the face of your brand, then you will never be short of attention.

The introduction of the new SIGNATURE LINE apparel collection and the TEAM WEAR was a global success.

Creation of on- and off-line communication matrials, copy writing for brochures, catalogues, newsletters, etc.

Racquets: Designing a new racquet to Boris Becker’s standards was not an easy task. Together with the renown German Fraunhofer Institute we incorporated new materials into tennis racquets for the first time. We were the first to enhance racquets with Carbon Nanotubes, which quickly became an industry standard. Dozens of prototypes and design samples later, we created the new BECKER 11 SPECIAL EDITION. From a Pro for the Pros.

Extraordinary Experience

The opportunity to work closely with one of my childhood idols was a surreal experience. Creating a new logo for the brand, designing racquets and ultimately launching the concept to the international tennis world was intense, yet so rewarding.

Our Core Values

We positioned the new “Boris Becker Tennis” as the high-end tennis brand, exclusively placed in upscale tennis pro shops around the world. Designed and engineered in Germany with the active support of Mr Becker, we successfully introduced the brand to a growing tennis audience.

Exclusive materials and high quality standards were a trademark of the brand. It was important to convey the message that a tennis legend drew on his 15 years as a professional to influence the design of the equipment. We set out to establish a personal connection with our customers and transfer their positive on-court experiences with Boris Becker to the brand and the product offering.

Extraordinary Experience

The opportunity to work closely with one of my childhood idols was a surreal experience. Creating a new logo for the brand, designing racquets and ultimately launching the concept to the international tennis world was intense, yet so rewarding.

Our Core Values

We positioned the new “Boris Becker Tennis” as the high-end tennis brand, exclusively placed in upscale tennis pro shops around the world. Designed and engineered in Germany with the active support of Mr Becker, we successfully introduced the brand to a growing tennis audience.
Exclusive materials and high quality standards were a trademark of the brand. It was important to convey the message that a tennis legend drew on his 15 years as a professional to influence the design of the equipment. We set out to establish a personal connection with our customers and transfer their positive on-court experiences with Boris Becker to the brand and the product offering.

APPAREL COLLECTION: How you look on and off-court was important for Boris Becker. We created a mix of traditional “black & white” collections along with elegant, yet colorful styles.

The “SERVE CHILLED” Collection combined a lifestyle look with Tennis performance wear. Boris’ idea was to design a style that would work on and off the court. 

LOGO REDESIGN: The top logo was Mr Becker’s personal logo. We created a new tennis logo, that high-lighted the stroke that made him famous. You decide which one fits better.

Designed tennis racquets for professionals and hobby players.

The RETRO COURT collection brought back the classik tennis look combined with a modern flair.

Big introduction event in Munich. “RETRO COURT” by Boris Becker incorporated Boris Becker’s personal designs. “This is what I would feel comfortable with on court.” 

APPAREL COLLECTION: How you look on and off-court was important for Boris Becker. We created a mix of traditional “black & white” collections along with elegant, yet colorful styles.

The “SIGNATURE LINE” apparel collection was a big hit when we launched it. Bright colors in a classic fit with minimal branding. 

The “SERVE CHILLED” Collection combined a lifestyle look with Tennis performance wear. Boris’ idea was to design a style that would work on and off the court. 

LOGO REDESIGN: The top logo was Mr Becker’s personal logo. We created a new tennis logo, that high-lighted the stroke that made him famous. You decide which one fits better.

Designed tennis racquets for professionals and hobby players.

The RETRO COURT collection brought back the classic tennis look combined with a modern flair.

Big introduction event in Munich. “RETRO COURT” by Boris Becker incorporated Boris Becker’s personal designs. “This is what I would feel comfortable with on court.”